Estrategias digitales para los negocios: Colombian Open

Abstract

The present degree project was developed for the Advanced Business Management Program (PADE in spanish), during the first semester of 2021 at the Universidad del Rosario. This project aims to apply the knowledge acquired during the course and relate it to the “Colombian Open” project. For which a digital strategy was developed, campaign objectives were established, an analysis of the competence was made, the ideal consumer (or “buyer persona”) was defined, and a content strategy was made taking into account the organic and inorganic positioning. We also established advertising tools and appropriate ads for the strategy pursued. We developed a website, and a social media and email marketing strategy.